Last May, shortly after Facebook announced its Instant Articles, Google held its first Newsgeist Europe and I walked in, saying obnoxiously (it’s what I do): “Facebook just leapfrogged you by a mile, Google. What you should do now is create an open-source version of Instant Articles.” Richard Gingras, head of Google News, has long been arguing for what he called portable content. I had been arguing since 2011 for embeddable content: If content could travel with its brand, revenue, analytics, and links attached, then it can go to the reader rather than making the reader come to it.

Accelerated Mobile Pages (AMP) — as you can see from Google’s definition on Github, above — a simple way to dramatically speed up the serving of web pages (on mobile and on desktop) through several means, including:
(1) a shared library of web-page functions so that they can be cached and called and not downloaded with every new web page;
(2) the opportunity to cache content nearer the user — with Google or not and inside apps on user’s devices;
(3) the beginnings of advertising standards to get rid of some of the junk that both slows down and jumbles the serving of web pages; and
(4) the sharing of some functions such as gathering data for analytics.

Note that the publisher’s revenue (that is, ads), analytics (that is, user data), brand, and links stay with the content. Google emphasized again and again: It’s just the web, done well. It’s just a web page — but way faster. A link is no longer an invitation to wait. A link is just a next page, instantly and fully visible.

You can get a demo here. So far, it’s just a sample of about 5,000 new pages per day from the launch partners. Open that URL on your phone. Search for something like Obama. Go through the carousel and you should be amazed with the speed.

But I think AMP and Instant Articles are more than that. They are a giant step toward a new, distributed content ecology on the web … and a better, faster web, especially in mobile.

Here are a few ways I see this changing the way content operates on the web:

Imagine an aggregator like Real Clear Politics or an app like Nuzzel. Now, every time you click on a link, you have to load a browser and all the cruft around the content on a page. Now, the page — every page made to the AMP standard — can load *instantly* because the architecture and functionality of the page can be prefetched and cached and the content can be cached closer to the user — and the advertising and analytics will not be allowed to screw up the loading of the page. So the experience of reading an aggregation of content will be like reading a web site: fast, clean, smooth. If I were in the aggregation business, I would build around AMP.

Imagine starting a new media service without a web site but built around content meant to be distributed so it goes directly to readers wherever they are: on Twitter (via users’ links there), on Facebook (in a community there), on Nuzzel (through recommendations there), and elsewhere — via Reddit, Mode aggregation, Tumblr, etc.

Now there are a few key things missing from the AMP architecture that will be critical to business success. But they can be added.

The first is that user interest data needs to flow back to the content creator — with proper privacy transparency and consent built in! — so that the publisher can build a direct relationship of relevance and value with the user, no matter where she is encountered. That is more complicated but vital.

The second — and this is a lesson I learned working with shared content and thus audience in the New Jersey news ecosystem — is that we must value and reward not just the creators of content but also those who build audience for that content.

That’s a small matter of deal making. AMP is built with *no* need to make deals, which is critical to its quick adoption. You make your content AMP-ready and anybody can serve it instantly to their audiences with your business model (advertising, etc.) attached. But there’s no reason two publishers can’t make a separate deal so, for example, the Washington Post could say to the Cincinnati Inquirer: You can take our AMP-ready content with our ads attached but we will give you your own ad avail or we will give you a reward for the traffic you bring us and we can share a special, co-branded page. The Post is already getting ready to distribute all its content in Facebook. It is using its owner Jeff Bezos’ Amazon to distribute itself, too. (Speculation is that these alone will have it leap past The New York Times in audience.) Why not use AMP and make deals to reward other quality news services on the web to be its distributor? That is the new newsstand. That is the new site-less web.

I also see the opportunity to make AMP-ready modules and widgets that can be collected and aggregated *inside* web pages.

This is a big deal. It’s not just about speeding up the web. It’s about unbundling the web and web sites. If we in media are smart in exploiting its opportunities and if AMP and Amazon and others gather together around a single set of standards — which is quite possible — if we add more data smarts to the process, this could be big for us in media or for upstarts in garages. Your choice, media.

AFTERTHOUGHT: How should Facebook respond? I would suggest they have nothing to lose by joining the standard so publishers can publish both ways. I would also suggest that Facebook can now leapfrog Google by helping publishers with interest data and user profiles — that is where the real value will be.

“The first is that user interest data needs to flow back to the content creator — with proper privacy transparency and consent built in! — so that the publisher can build a direct relationship of relevance and value with the user, no matter where she is encountered. That is more complicated but vital.”

Do you mean that publishers should be able to customise content on the page individually to each user? For example onward journeys to other stories?

In response to Jeff’s post regarding AMP as well as the latest discussions on TWIT & TWIG regarding the state of advertising on the web.

Ohhh how I long for the usenet newsgroups.

1. The newsgroups were fast.
2. They were distributed. (item 2 above)
3. They were targeted to the user. (Jeff’s stated need for user relevance)
4. They were customizable by the user. (again relevance both for the content provider as well as the consumer)
5. They contained a user controllable mechanism for blocking un-wanted content. (the glorious kill file)
6. It allowed for content authorship to travel with the content.

In many ways usenet provided an infrastructure that meets many, if not all, of the objectives stated in Jeff’s post or that AMP aims to re-solve. There may need to be some updating and modifications here or there. But as a content delivery system it did pretty well.

If only there were an equivalent for the web experience.

The one thing that the modern web experience has proven is that there is a community out there that will strive to game any system or infrastructure that we develop and this is why we can’t have nice things.

I read this blog and I really liked the opinion stated in it. The creation of AMP sites sounds great because it is just a step forward for browsing and for people researching. I liked how you mentioned the ways that Google and Instant articles could improve and the things they did that could be tweaked. This project and wave for technology seems like it will be great in the classroom, because students can research faster, and also find resources that have everything you need in them and you can keep all the information in a library. Also it’s nice because advertising is cut down and it still gives creators credit for what they made. I like how Facebook has its instant articles, and it is interesting to think about how Google is creating a form that holds all the information together so that you don’t have to get bogged down by loading information from the sites.